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GolTV Adds Advertisers, Gets Experential at NCTA in Atlanta
April 07, 2006
By Nancy Ayala
The all-soccer, bilingual cable network GolTV is in a favored spot as World Cup fever heats up, and advertisers are not standing on the sidelines.
Volkswagen and Adidas have renewed and increased their commitments to the channel, and new advertisers Frito Lay, Dodge, Western Union and Gatorade now are on board.
Harry Neuhaus, director of ad sales for GolTV, says, "Advertising makes sense to reach their objectives."
In this case, the objectives are to reach 9 million Hispanic households in the U.S., with more than 3,000 hours of soccer games per year, for a total of 1,500 matches, half of which are broadcast live. They may not be able to air the World Cup matches, as Univision holds the exclusive rights, but the network is counting on other featured soccer-related programs to draw in viewers.
And Neuhaus has reiterated the goal to ask advertisers to grow from the ground up with the 3-year-old channel, even before the television upfront presentation in May. "That's what we're doing with VW and Adidas. [We've asked] them to come in early, get a spot on the channel and grow with us."
In addition to those brands, Joma, a soccer gear and apparel shop, and Chicago Soccer, an online-supported, soccer specialty store, have been early advertisers.
GolTV will get a jump start during the National Cable & Telecommunications Association's annual convention this weekend in Atlanta, from April 9-11.
Eileen Montalvo, executive vice president of marketing and sales at GolTV, will be on hand throughout the weekend to introduce three new interactive games and spearhead experential marketing, including a Spain-themed party, "Ole with GolTV," scheduled for April 11, with Flamenco dancers, tapas, sangria and network founder/soccer luminary Enzo Francescoli.
A CD version of the interactive games will be available to allow people to go online, but the goal is to get consumers and affiliate folks to interact on the show floor, Montalvo says. According to Jack Morton Research, 66 percent of respondents surveyed say that experential marketing can influence their opinions about a brand.
Alternative World Cup programming also will be unveiled during the conference, similar to what will be discussed during the upfront, but Montalvo says, "the idea at [NCTA] from a marketing perspective is to reach out and experience the brand. It's about creating buzz."
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